Matching Effect Study Of Information Presentation Form And Product Type In E-Commerce Situation

With the continuous improvement of e-commerce infrastructure and services,cross-border e-commerce bucked the trend and plays an important role in promoting the development of foreign trade and stabilizing foreign trade performance.At the same time,the fierce attack of Covid-19 has produced a huge blow to the real economy,and has also put forward higher requirements for e-commerce in terms of precision and validity.E-commerce situation,rich product types,is the communication bridge connecting enterprises and consumers,and advertising is an important carrier of product information communication,its form will have direct and important influence on consumer product selection,is an important way of brand marketing,network marketing is catalyze the consumer to product advertising information differentiation "aesthetic demand".Therefore,the advertising expression mode once dominated by straight type has been unable to fully meet the needs of consumers,and the advertising form of metaphorical expression began to become a "new favorite".At the same time,no matter what type of product is,consumers often get decision clues based on online comments,and the generation of various favorable reviews can show the importance of online comments to consumers and merchants.The attributes of different product types will vary in the action stage and content needs of information sources.Therefore,it is worth exploring what types of online comments(text VS pictures)can produce the best matching effect.In addition,the fluency of consumer information processing of advertising and the perceived credibility of online reviews are critical to the successful marketing of the product.Based on this,this paper focuses on the e-commerce situation,develops from the perspective of enterprise network marketing,and explores the matching effect of the information presentation form and the search and experience products.With ELM model,anchor theory and ordinary person theory,this paper opens the black box of how to match product type and advertising information expression and online comments,uses experimental method and empirical statistical analysis methods to test the matching effect between product type and advertising information expression and online comments respectively,and explores the mechanism of smooth information processing and perceptual credibility in the process.Research shows that matching product type(search product / experience product)with advertising information expression(straight / metaphor)can improve consumer product attitude;matching product type(search product / experience product)with online comment form(text /picture)can also enhance consumer product attitude.Specifically,search-oriented products match the direct advertising information expression and text online comments,and experiential products match the metaphor of advertising information expression and image online comments,which will trigger a better product attitude of consumers.At the same time,this paper constructs a stimulus body response model of matching stimulus-information processing fluency and perception credibility-product attitude,verifies that the information processing fluency acts as a partial intermediary in the matching mechanism of product type and advertising information expression mode,and perception credibility acts as a complete intermediary in the matching mechanism of product type and online comment form.The research in this paper will provide decision guidance and suggestions for enterprises’ pre-sales differentiated advertising design and after-sales review control for different product types.